Tech blog Gizmodo published this photo of an exploding Dell laptop. This single image spread like wildfire across the blogosphere, causing Dell to eventually recall over four million laptop batteries. Dell eventually responded to the blogs, but it was the delayed response that put a cap on the period known as &quot;Dell Hell.&quot; Should have responded sooner.

Transcript of "How to Measure the Success of your Social Media Campaigns"

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Reactive Campaigns• Think PR / Customer Service• Put processes in place to listen and respond.People are probably already talking about you onlineignorance might be bliss, but it could be bad forbusiness.http://socialmediatoday.com/sgehman/344400/4-toolstechniques-help-you-monitor-your-brand @hannah_bo_banna hannah.smith@distilled.net

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Measuring Reactive Campaigns• What is the ROI of customer service? – Hard to quantify• Consider using Customer Service metrics instead – Time to resolution – Frequency of escalation – Is it quicker (and therefore cheaper) to resolve a complaint via social media than traditional channels? @hannah_bo_banna hannah.smith@distilled.net

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Wait! What about Sales?• Sales / Conversions are symptomatic of a good proactive social media campaign• But you may struggle if you’re only ‘selling’ via social media @hannah_bo_banna hannah.smith@distilled.net

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Social Media is about conversation… Not broadcast. @hannah_bo_banna hannah.smith@distilled.net

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Because you need the community to amplifyyour messages…They decide whether or not to allow yourmessage to spread.You no longer have control – this is notabout buying reach, it’s about earning it. @hannah_bo_banna hannah.smith@distilled.net

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Want to do a Proactive Campaign?• Get people talking about you• Shift consumer opinion• Consumer researchYou’ll need a content strategy… @hannah_bo_banna hannah.smith@distilled.net

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What Should you Measure?Gauge your audience’s reaction to differenttypes of content…Do more of what’s worked well & look toeither improve or remove the stuff thathasn’t worked. @hannah_bo_banna hannah.smith@distilled.net

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Remember…• These metrics are often platform centric AND content centric – What works well on Twitter might not work on Facebook• Figure out which content works best on each platform @hannah_bo_banna hannah.smith@distilled.net

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data you can ignore… We <3 Avinash @hannah_bo_banna hannah.smith@distilled.net

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Fans / Followers etcYou should still track followers / fansBUT… “Companies over-value followership and under-value participation. Yes, you can go out and buy 1000 followers. But if they all ignore you from that point on, they’re worthless.” Ian Lurie: www.portent.com @portent @hannah_bo_banna hannah.smith@distilled.net

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Visits• Traffic is great but most sites are unable to monetise traffic alone• By all means measure this – but it probably won’t be a core metric for you @hannah_bo_banna hannah.smith@distilled.net